PacificEast is launching a new brand and division called IDICIA. The primary driver for the decision to go through all this work was clarity. This year PacificEast is twenty-five years old. It is an established brand and has a good reputation, especially for our customer service and flexibility, and lots of great services. But over the last five years we have begun to add even more services, especially those that are real-time. Seven years ago PacificEast had about twelve types of data hygiene and appending services. Today, driven by both customer demand and some strategic developments we’ve made, that number has increased to over fifty. But as our product line has gotten larger, we have seen our services condensing into two primary areas. In one area we have batch hygiene and append services for our fundraising, healthcare and educational customers. In the other area we have our real-time verification and fraud prevention services for our eCommerce, financial services and identity verification customers. These are two very different sets of needs from two very different kinds of customers within two very different types of markets. This duality, paired with our desire to serve each market well with a very focused and clear message, is what drove the birth of IDICIA. [More]